How Five Companies Are Turning AI Into a Competitive Advantage

As artificial intelligence reshapes industries, companies that use the technology to build entirely new products, services and business models are emerging as the strongest competitors. While many organizations initially adopt AI to improve efficiency, automate repetitive work and lower costs, industry leaders are increasingly using it to unlock new customer experiences, personalized services and intelligent automation.

The trend follows previous technology transformations in which companies such as Amazon, Netflix and Uber redefined their industries by embracing new digital capabilities. AI is now creating a similar opportunity for businesses willing to rethink how they deliver value rather than simply improving existing operations.

Duolingo is among the companies leading this shift by making AI central to its learning platform. The language-learning company has introduced AI-powered conversational roleplay with virtual native speakers, personalized feedback and automated course creation. As one of OpenAI’s earliest partners, Duolingo has integrated generative AI throughout its platform, helping drive subscriber and revenue growth. In 2025, the company doubled its language course catalog while reducing development time for each course from several years to about one year.

Salesforce has focused its AI strategy on what CEO Marc Benioff describes as “agentic AI,” or artificial intelligence capable of taking action. The company’s Agentforce platform delivers AI-powered virtual workers and digital assistants that help businesses automate workflows and everyday operations. Rather than limiting AI to internal productivity, Salesforce aims to provide the tools organizations need to build an AI-powered workforce.

Financial technology company Klarna is also expanding its use of AI beyond its buy-now-pay-later business. Working with OpenAI, the company has introduced AI assistants that help customers discover products, compare prices and make better purchasing decisions. Klarna also applies AI across marketing, customer support and lending operations as it works to create a more seamless e-commerce experience throughout the customer journey.

Legal technology startup Harvey is bringing AI to professional services by offering tools that analyze contracts, review legal documents and draft legal correspondence. Instead of focusing only on administrative automation, Harvey applies AI to work traditionally handled by legal specialists, allowing lawyers to spend more time on strategic decision-making and client relationships while addressing the industry’s shortage of specialized expertise.

Adobe has responded to the rise of generative AI by embedding new capabilities into flagship applications such as Photoshop and Illustrator while launching AI-first services including Firefly. The company has also distinguished its approach by training its AI models exclusively on content for which it has secured legal rights, giving business customers greater confidence that AI-generated content can be used without future copyright concerns.

Across these companies, two common strategies stand out. AI is being used to create entirely new business opportunities rather than serving only as a cost-cutting tool, and the technology is deeply integrated into products and services instead of being added as a standalone feature. Their approaches highlight how AI is becoming a foundation for innovation rather than simply a tool for improving efficiency.